Introduction to Internet EssentialsHelping low income families get connected to the Internet

Waltham, MA School District

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Agenda

1. Closing the Digital Divide

2. Overview of Internet Essentials

3. A Community Effort

4. How You Can Help

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Series1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

52%

35%

87%

65%

92%

Conquering the digital divideThe Broadband adoption challenge is more than 3x greater than the broadband access challenge

Source: John B. Horrigan, Broadband Adoption and Use in America, OBI Working Paper Series No. 1,Federal Communications Commission (Feb. 2010), available at www.broadband.gov

To close the digital divide we must focus on broadband adoption,especially among low income families

Households with access to broadband

Broadband adoption rate

Non-adoption rate

Income >$30KAdoption rates by annual household income

U.S. broadband home access & adoption

Income <$30K

Half of non-adopters don’t believe it’s

relevant to their lives

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Source: John B. Horrigan, Broadband Adoption and Use in America, OBI Working Paper Series No. 1,Federal Communications Commission (Feb. 2010), available at www.broadband.gov

Barriers to adoptionFCC survey identified three major barriers that keep non-adopters from getting broadband

• Some 24% are related to the cost of service.• 15% point to the monthly service cost.• 9% say they do not want the financial commitment.• For 10% of non-adopters, the cost of a computer is the

primary barrier.

✓Internet Essentials was designed by Comcast

with the FCC to address all three

Cost36%

DigitalLiteracy22%

Relevance19%

• They are uncomfortable using computers and those who do are “worried about all the bad things that can happen if [they] use the Internet.”

• Don’t think digital content delivered is compelling enough to justify getting broadband service.• Many do not view broadband as a means to access

content they find important or necessary.• Others seem satisfied with offline alternatives. These non-

adopters say, the Internet is a “waste of time.”

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Introducing Comcast Internet EssentialsOne of the first programs of its type to directly confront the digital divide by providing affordable access to quality home Internet service, a discount-priced computer and training to low income families

For $9.95 per month*, participating families receive:• XFINITY Internet Economy Service (currently 1.5 Mbps download)

• Option to purchase a computer for under $150*• Access to online, in print and classroom digital literacy training

NOTE: Internet Essentials is the commercial name for Comcast Broadband Opportunity Program* Plus applicable taxes

• There are no additional fees: no modem rental charges, no deposit or activation fees

• Credit check is not required• As XFINITY Internet customers, participants gain other benefits

at no extra charge, including NortonTM Security Suite, a $160 value

Our Commitment

Benefits to Participants

Internet Essentials will be available starting in the 2011 “Back to School” season

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Eligibility and availability: Potential long-term benefits Comcast will accept new participants for at least three years, through the end of the 2013-14 school year

Participating families may be able to benefit from Internet Essentials for the entire life of their child’s K-12 education, as long as they remain eligible

• Is located where Comcast offers Internet service;

• Has at least one child receiving free school lunches through the National School Lunch Program (NSLP);

• Has not subscribed to Comcast Internet service within the last 90 days; and

• Does not have an overdue Comcast bill or unreturned equipment

A household is eligible to participate in Internet Essentials if it:

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Scope of opportunity: Potential reach of Internet EssentialsWithin Comcast’s footprint some 6.6 million students are receiving NSLP free lunches

Source: Based on data from National Center for Education Statistics, 2008-09 School Year

6,600,000

33,000

4,400

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Pupils receiving NSLP free lunch

Public Schools

Public School Districts

State Boards

• Schools: 19 Total Students: 4,796

• NSLP Free Lunch Students: 1,381

Your District

Together with your support we can make a difference for

millions of families

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Internet Essentials: How it works

Awareness built through school districts, community groups and government officials

Enrollment Verification Delivery & Installation

Participant Education

Awareness Dissemination

School districts & community groups provide information to potential participants

Potential participants request service and receive enrollment application

Applicants’ documentation is verified by an independent administrator

Comcast reps activate accounts and participants pick up installation kits and computers

Participants participate in live or virtual training

Sample: potential insert

School districts include Internet Essentials insert in NSLP mailing

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A community effortComcast is working with various partners to close the digital divide

Help raise awareness about broadband adoption and its benefits for families

Government Officials• Federal• State• Local

National Media• Comcast Newsmakers• Public Service Announcements

Educators• Districts: Superintendents• Schools: Principals, Teachers, Counselors

Prospective Participants

Community Based Organizations• Libraries, local YMCA, PTA, LULAC, One

EconomyMedia

Share information about Internet Essentials with potential families

Share information about Internet Essentials with potential familiesProvide hands-on assistance to families that require additional support

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Benefits to communitiesInternet Essentials can help in several ways

• Provide low-income students opportunity to access the Internet at home

• Enable teachers to use online resources and tools to expand the flow of information and personalize learning opportunities for students

• Serve as an added incentive for parents to enroll children in NSLP

• Allow parents to become more engaged with their children’s education

• Reduce perceived barrier among African-American and Hispanic households*• They are more likely to say that a lack of home broadband access is a

“major disadvantage”

*Source: Pew Center, Home Broadband, August 2010

• Reduce barriers to improved school performance through access to online tools and resources such as books, encyclopedias, tutorials and much more

Districts / Schools

Students

Families

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How can you get involved and provide this for your schools?

1. Include insert in NSLP enrollment mailing• Register on partner portal as of June 1, 2011• Choose from one of two insert sizes to meet your needs

2. Notify your school Principals about the Internet Essentials insert

3. Equip Principals to respond to questions from teacher and parents• Principals will be able to download materials from partner portal as of July 1, 2011

4. Volunteer as a training site

5. Let us know what we’re missing?

For More Information ContactGerry BuckleySenior Manager of Government AffairsGerry_buckley@cable.comcast.com508-732-1532

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Questions?

Suggestions?

Defining Next Steps…

Thank you!

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APPENDIX

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Making it easy for partners to get involvedComcast is developing an online website to allow partners to easily access, download and print materials to increase awareness of Internet Essentials

• Register to access partner packet, e.g. program basics, FAQs, how-to help parents fill out application

• Download digital materials, e.g. images, flyers

• Order printed materials, e.g. posters, brochures

Partner Portal

Checklist 1Increase awareness• Ad for newsletter

Checklist 2Promote Internet Essentials• Poster• Flyer• Tabletop with brochures

Checklist 3Mail Families• Letter for parents• Postcard

Comcast will provide ongoing support

Approach to participant education

• Create a basic curriculum for getting started with computers and the internet, leveraging best

practices, customized content and materials from experts in the field

• Make it available in the forms that participants will find most convenient

• Access the Internet

• Access Email

• Protect your Computer

• Protect your Children

Online / Virtual In Print In Classroom

Core Curriculum